FT Rancagua Tim
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Presentación de Tim Delhaes, Director de FT Américas en Rancagua, 2 de Abril 2013
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FT Rancagua Tim
- 1. Rancagua Classic Tim Delhaes @tim_delhaes
- 2. “In 2013, the GDP of emerging markets will exceed advanced markets for the first time, rising to USD 44.1 trillion against USD 42.7 trillion.”
- 4. VIRGIN CONSUMERS In 2013, the hundreds of millions of new consumers – and newly minted middle class consumers – will seek the best-of-the-best just as much as anyone else. But they may also need information and support to help them see the value in, and make use of, the unfamiliar or the yet-to-be experienced.
- 5. MSC Cruzeiros VIRGIN Virtual game lets players sample life CONSUMER on cruise ship S
- 6. Volkswagen VIRGIN Website reveals regional heritage and CONSUMER manufacturing process S
- 7. Visa Platinum VIRGIN Web series presents travel tips for Brazilians CONSUMER S
- 8. emerging2 While the last two decades were about developed markets catering to emerging ones, and emerging markets increasingly catering to developed ones: it’s now time for an explosion in products and services from emerging markets for emerging markets.
- 9. Compumax emerging 2 Colombian low-price tablet for Latin America
- 10. Yogoberry emerging 2 Brazilian frozen yogurt chain expands into the Middle East
- 11. Amazonas Sandals emerging 2 Brazilian brand opens store in China
- 12. Peak Games emerging 2 Turkish site is third largest social gaming platform
- 13. WeChat emerging 2 Chinese messaging app reaches out to India
- 14. Feiyue shoes emerging 2 Chinese footwear brand unveils mobile boutique in South Africa
- 15. nouveau briche 2013 will see rising numbers of travellers from emerging markets, not just arriving in developed markets, but true global tourism: from everywhere, to everywhere. So wherever you’re based, prepare to lavish these wealthy NOUVEAU BRICHE visitors with special, tailored services and perks, before someone else does…
- 16. South Africa nouveau Attracting Indian tourists briche
- 17. Vogue Paris nouveau Lifestyle magazine for Chinese tourists briche
- 18. Hilton SURFER’S PARADISE nouveau Dedicated lounge for Muslim families briche
- 19. Tourism New ZeAland nouveau Halal guide for Muslim travelers briche
- 20. GREEN & GOLD CARPET nouveau From Paris to Miami, everyone’s speaking briche Portuguese
- 21. celebration nation Emerging markets will flaunt (if not proudly export) their national and cultural heritage. Symbols, lifestyles and traditions that were previously downplayed, if not denied, are being brought up to date to become a source of pride for domestic consumers, and interest to global consumers.
- 22. celebration MUHTESEM YÜ ZYIL nation Ottoman TV series
- 23. celebration House of Masaba nation Pop Art sarees
- 24. celebration Batik Swap nation Smartphone game based on Indonesian traditional textiles
- 25. BOTTOM OF THE DEVELOPED PYRAMID Less affluent consumers in mature markets are frantically looking for new ways to save money and time. But, witness to abundance, they’re not always prepared to sacrifice quality, despite low(er) incomes.
- 26. BOTTOM OF Kiva City LA THE Microloans to small business in the US DEVELOPED
- 27. BOTTOM OF Unilever THE Micro-packaging to address tightened budgets in Europe DEVELOPED
- 30. Tim Delhaes tim@ft.la @tim_delhaes
Editor's Notes
- WHY Entirely new consumer class: One billion people in emerging market cities are set to join the global consuming class – those with a disposable income of over USD 3,600 a year – by 2025 (McKinsey, June 2012). Growing middle classes: The number of households in emerging markets with an income over USD 30,000 will more than double to 149 million by 2020, outnumbering the US (120 million) and the Eurozone (116 million). (Ernst & Young, 2012). NEXT Today’s VIRGIN CONSUMERS are tomorrow’s loyal – and possibly affluent – brand fans. Start thinking about: Back to basics : Campaigns or services that answer foundational questions (such as Visa’s, opposite), or help customers navigate their brave new world will be forever popular with VIRGIN – and therefore potentially unsure or nervous – CONSUMERS. Sell the vision : Catering to VIRGIN CONSUMERS can also involve teaching or literally showing them your product or service, either what it is (as per the MSC Cruzeiros example) or how it was made (as per the Volkswagen Phaeton example).
- In September 2012, Brazilian cruise company MSC Cruzeiros unveiled an online game offering consumers the chance to win one of three trips for two on board the MSC Fantasia. Aimed at consumers unfamiliar with the cruise liner experience, the game was intended to showcase the atmosphere on an MSC Cruzeiros ship. Participants had to complete seven different challenges on board the virtual cruise ship to be eligible for entry. Link : http://www.msccruzeiros.com.br/br_pt/homepage.aspx
- In September 2012, Volkswagen unveiled a website dedicated to promoting the automaker’s Phaeton vehicle in China. Targeting consumers with no prior knowledge of the Volkswagen brand and its associations, the interactive site highlighted Volkswagen’s ties to the Saxony region of Germany, and featured information on the architecture and design heritage in Dresden. Link : http://www.phaeton.cn/
- ‘ Vai por mim ’ (meaning ‘ Take it from me ’ ) is a YouTube series from Visa Platinum offering vacation tips for Brazilian first-time travellers. The short clips feature tips on subjects such as food and drink, car rental and culture. Link : http://www.youtube.com/user/visaplatinumbr
- WHY Rising share of spending: In 2011, emerging Asia accounted for 14% of global consumer spending in USD. By 2020 its share will be 25% and by 2030 that share will be 40% (Ernst & Young, 2012). Experience : Emerging market brands have cut their teeth operating in their own, fast-rising emerging markets. This means they often have a deep understanding of how to cater to newly-emerging middle classes, not to mention experience of handling common logistical issues. NEXT So how to apply EMERGING 2 ? Competition? If you’re not an emerging brand, then use the trend to inspire a fresh analysis of your competition in 2013. Emerge : If you’re an emerging market brand, how can you put your experience to use in other emerging markets? Can you roll out a product or service that has done well at home, with tweaks for local relevance? Get inspired by the Yogoberries frozen yoghurt example (opposite). Accelerate : Tap into this trend via partnerships and acquisitions. Link up with local players to re-imagine and export products across emerging economies. Read more in the trend database: FUNCTIONALL - http://trendwatchingpremium.com/trend/functionall/ EXCEPTIONALL - http://trendwatchingpremium.com/trend/exceptionall/
- Compumax has launched the first Colombian tablet designed and made in Bogota. The BluePad has a 7-inch screen, runs Android 4.0, and has a 4 GB SSD drive, expandable via Micro SD to 32 GB. The product costs USD 214 – making it the most affordable tablet in the market – and can also be purchased in Venezuela and Ecuador. Link : http://www.compumax.com.co/>
- Brazilian frozen yogurt chain Yogoberry opened its second store in Tehran in May 2012, as the first step in a franchise partnership to expand across the Middle East in countries including the UAE, Saudi Arabia and Kuwait. To appeal to the tastes of consumers in the region, Yogoberry has added toppings such as nuts and dried fruits to its range of frozen desserts. Link : http://www.yogoberry.com.br/>
- In October 2012 Brazilian eco-friendly sandals brand Amazonas Sandals announced plans to open a store in Guangzhou, China, in early 2013. Amazonas Sandals source raw materials from Brazil’s native rubber trees, and their sandals are made from 80% recycled material. Link : http://www.amazonassandals.com.br/
- In June 2012, Turkey-based Peak Games became the third largest social gaming platform worldwide, with 30 million monthly active users across Turkey, the Middle East and North Africa. The company saw Q1 2012 revenue increase tenfold against Q1 revenue in 2011. Link : http://www.peakgames.net/
- Tencent’s WeCha t , the Chinese voice, text and photo messaging service changed its name from Weixin to have broader global appeal. In September 2012 the service added Hindi support in India, having already added Portuguese and Indonesian, and announced that it had topped 200 million users worldwide. Link : http://www.wechatapp.com/
- Unveiled in South Africa during September 2012, Feiyue ’s 40-foot truck travels to music festivals, college campuses, offices and markets as a mobile boutique. Fully stocked with the latest footwear from the Chinese shoe brand, the store can be booked to visit consumers at their workplace or elsewhere via a dedicated Facebook app. Link : http://www.feiyue-shoes.com
- WHY Brazilian tourists increased spending by 30% in 2011, to USD 21 billion. Russian tourists spent USD 32.5 billion in the same year. Indian travelers were the fastest growing market among the top 50 spending nations. They recorded a 33% increase, spending USD 14 billion in 2011. Chinese travelers overseas spent USD 72.6 billion in 2011, up from USD 54.9 billion the year before. They are currently the third highest spending international travelers, behind Germany (USD 84.3 billion) and the US (USD 79.1 billion). (World Travel Organization, August 2012) NEXT Start thinking: Agility : How can your product or service pivot quickly to serve emerged middle classes from around the globe? It might be as simple as providing tailored language options. Take a look opposite at how in 2012 brands from Disney to Hertz started speaking Portuguese. Versions : Create a new version of your product, targeted at consumers from China or India, or Turkey, Indonesia, Nigeria…the list is (nearly) endless! Take a look opposite at how Vogue Paris launched a special magazine for Chinese readers. Read more in the trend database: RED CARPET - http://trendwatchingpremium.com/trend/red-carpet/
- Throughout 2012, the South African Tourist Board ran a program specifically targeting Indian tourists, pushing the ‘Learn South Africa program into 30 cities across India, and even publishing a book on South African vegetarian, vegan and Jain dining for Indian consumers with special dietary requirements. Link : http://www.southafrica.net/
- August 2012 saw the launch of Vogue Travel in France , a bi-annual luxury lifestyle magazine written entirely in Mandarin for Chinese travelers visiting France. Priced at EUR 5, the magazine is distributed in Paris and in popular tourist destinations including the Côte d’Azur. Link : http://en.vogue.fr/fashion/fashion-news/articles/les-publications-conde-nast-france-launches-vogue-travel-in-france/15619
- During Ramadan, the Hilton Surfer ’ s Paradise hotel on Australia’s Gold Coast opened an evening lounge for local and visiting Muslim families and friends to hold Iftar together. Arabic speaking staff manned an information desk, and a range of Iftar foods and beverages were on offer in the lounge, as well as shisha pipes. According to Gold Coast Tourism, around 15,000 Middle Eastern tourists visit the Gold Coast each year. Link : http://www.hiltonsurfersparadise.com.au/
- In September 2012, Tourism New Zealand published a halal tourism guide with the aim of catering to Muslim travelers’ dietary needs. The New Zealand Halal Guide lists all relevant eateries that offer halal-classified, vegetarian and vegan dishes, as well as providing general tourist information on the country’s North and South Islands. The free guide is distributed internationally at New Zealand embassies, tourism fairs and selected travel agencies, and is also available online. Link : http://www.tourismnewzealand.com/
- 2012 saw Parisian luxury department store Printemps hire Portuguese-speaking personal shoppers and beauty and fashion advisors to cater to Brazilian customers. Meanwhile, car hire company Hertz responded to demand in Miami and Orlando by hiring Portuguese-speaking staff to serve Brazilian customers, and The Walt Disney World resort in Florida hired 54 Portuguese-speaking “super-greeters”. Link : www.printemps.com/
- WHY Cultural capital: As economies roar in emerging markets, cultures roar, too. Increasing prosperity and rising middle classes are handing emerged and emerging market cultures a stage and a megaphone. National identity: Emerged markets are embracing the faster and FSTR world of global consumerism. But many will want to ensure that hyper-globalized consumption doesn’t mean the end of local and national traditions. NEXT Join : If you’re an emerging market brand, think products that CELEBRATE your domestic heritage and culture. Be inspired by the examples we’ve highlighted, and get going! Partner : If you’re a brand from a mature market, isn’t it time to partner with a hot emerging brand to offer CELEBRATION NATION-inspired products in your domestic market or abroad? Read more in the trend database: TRIBEFACTURING - http://trendwatchingpremium.com/trend/tribefacturing/ MADE FOR CHINA (IF NOT bric) - http://trendwatchingpremium.com/trend/made-for-china/
- Muhteşem Yüzyıl (Magnificent Century) is a historical TV series from Turkey about the longest reigning Sultan of the Ottoman Empire, Suleiman the Magnificent, and his wife Roxelana. The third season of the soap opera, which is popular in North Africa, the Middle East, Central and Eastern Europe, premiered in September 2012. Link : http://www.muhtesemyuzyil.tv/
- Mumbai-based luxury fashion designer Masaba Gupta’s House of Masaba has reinvented the traditional Indian sarees with quirky, modern motifs and Pop Art prints that are targeted at young female consumers. Released in Spring 2012, her black-and-white camera print saree has been favored by several Indian celebrities, as has her cow- and animal-print versions. Prices range from INR 8,000 to 10,000 (USD 145-180). Link : http://houseofmasaba.com/
- Released in Indonesia during October 2012, Batik Swap is a free mobile app which offers users the opportunity to learn about the country’s traditional patterned fabric, called batik, through a series of puzzles. The game is divided into seven levels, with each corresponding to a different Indonesian island and its style of batik. The app is free to download. Link : https://play.google.com/store/apps/details?id=id.gits.batikswap
- WHY Lifestyle expectation : Bottom of the pyramiders in developed markets may be less affluent, but they’re not willing to miss out on the innovation and abundance that is around them. They’re hungry for innovative solutions to their problems, and services that fit their lifestyles. Turbulence : It continues across developed markets, including Greece, Spain and Italy, and means more consumers are adopting a BODP budget and mindset. NEXT Opportunity : Cater to BODP-ers and you can win new consumers. Most won’t be BODP-ers forever. Re-invention : So go ahead: reinvent, repackage, reshape your product or service for BODP-ers, perhaps with lower prices or smaller packet sizes (as per the Unilever example, opposite). Read more in the trend database: BOTTOM OF THE PYRAMID - http://trendwatchingpremium.com/trend/bottom-of-the-pyramid/ FUNCTIONALL - http://trendwatchingpremium.com/trend/functionall/
- In June 2012, US-based micro-finance non-profit Kiva collaborated with the Los Angeles Mayor’s Office of Small Business and Visa to launch Kiva City Los Angeles, a crowdfunded microloans organization for small businesses in the area. Lenders can visit the Kiva website and browse through listings of small businesses in the LA area, and then support a business with loans of USD 25 or more. Kiva has 220 partners across the world, helping them to offer microloans in Cambodia, Paraguay, and Rwanda, among other countries. Link : http://www.kiva.org/losangeles
- August 2012 saw British-Dutch food and household goods multinational Unilever announce that it would employ packaging and marketing lessons from its Asian division in European markets, in response to the increasing number of households operating on tight budgets. The company is selling Surf detergent in packets of just five sachets in Spain, and has rolled out micro-packets of mashed potato and mayonnaise in Greece. Link : http://www.unilever.com/